In this episode of The Multilingual Content Podcast, our host Nicola Calabrese engages in a fascinating conversation with Aline Rocha, Localization Team Lead at Booking.com, who brings over a decade of experience in global content and localization strategy. Together, they delve into the critical role of localization specialists in the age of AI and how technological advancements like machine translation and generative AI are reshaping the industry. Aline highlights the value of cultural nuance and human expertise, emphasizing that while AI tools can enhance efficiency, they are no substitute for the strategic insights and adaptability of localization professionals. She shares her thoughts on the importance of managing data effectively, maintaining translation memories, and leveraging glossaries to improve AI outputs. The discussion also explores why embedding localization at the earliest stages of product development can save companies from costly missteps and enhance global market success. From adapting content to diverse cultures to ensuring brand trust and relevance, this episode is packed with actionable advice for localization specialists, product managers, and global marketing teams alike. Whether you're navigating the complexities of internationalization or looking to future-proof your localization strategy, this episode offers a wealth of insights to help you thrive in an ever-evolving global landscape. Tune in for a deep dive into the intersection of technology, culture, and strategy in multilingual content management.